Full-Service Catering • Take Home Catering
Beau Catering
Built around one man‘s passion for making every guest feel like the most important person in the room. The brand had to bottle something intangible and make it repeatable across an entire team.
The Starting Point
Beau Catering had built years of real reputation — outstanding food, outstanding service, a beloved name throughout the Triangle wedding industry. But that reputation lived largely in relationships and word of mouth; the brand itself hadn't caught up to what the business had become.
“Charlotte is the creative force behind Beau Catering's branding, marketing, and communications—and we are so lucky to have her.”
— Lauren Erickson Bennett, owner
The rebrand started with what actually made Beau Catering Beau Catering: not a menu, not a look, but passion. Specifically, Beau Bennett's gift for making every single guest feel like they mattered most.
The tagline — Exquisite Cuisine paired with Southern Hospitality — was built to hold both halves of that reputation at once.
What Happened
The brand work translated Beau's personal way of showing up into something the whole business could carry, not just Beau himself. The spirit was passion. The job was making it repeatable.
The Spirit of the Brand
Brand Spirit = Passion, reflected in the food (taste), the presentation (see), and The Beau Show (hear). The Beau Show is Beau grabbing the mic at events to introduce the menu himself, because he couldn’t help sharing his excitement about what he had made. The brand guidelines explained why passion was the spirit, so employees understood the reason, not just what the logo looked like. Lagniappes (small, unexpected gifts or gestures at the point of service) gave every employee a concrete way to make everyone feel special, not just Beau.
New Brand Identity
The owners wanted to keep the leaf motif and blue/green palette from the original logo, so the new identity builds on them. A modern leaf motif was incorporated into the monogram-style icon that suits a wedding-focused business. The refined colors preserve the original energy, and clean, modern fonts signal timeless stability rather than the script fonts most wedding businesses default to.
New, Mobile-Responsive Website
The site shows both sides of the business: full-service catering and Marketplace. It includes e-commerce capabilities for the Marketplace offerings, and Beau Catering employees were trained to update the online store.
Print Collateral
Brochures, rack cards, and menus were designed to reflect the brand spirit. The client needed the flexibility to modify seasonal menus in-house, so many of the materials were built to be customizable.
